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Sip by Sip: Uncovering Motivations Behind HFD Consumption in India's Households

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Research Objectives

  • HFD Regular Users

  • Understand the behaviors, motivations, preferences, and perceptions of moms who regularly give Health Food Drinks to their children.

  • HFD Irregular Users

  • Understand the behaviors, motivations, and perceptions of moms who irregularly give Horlicks to their children.

  • Explore reasons for inconsistent consumption, brand perceptions, and potential triggers for increased use.

  • HFD Non-Users

  • Understand the behaviors, motivations, and perceptions of moms who do not give Horlicks to their children.

  • Explore reasons for not using Horlicks, brand perceptions, and potential triggers for trial.

Approach and Methodology

  • Focus Group Discussion : 16

  • Virtual Group Discussion with 6 respondents

MARKET: Delhi, Mumbai, Kolkata & Chennai

Target Group

  • Mothers of kids aged 6-12 years.

  • Working Professionals & Housewife

  • NCCS A & B

Usership

  • HFD Regular Users

  • Moms who regularly give their children Horlicks, Bournvita, Boost, Complan, etc.

  • Must be consuming at least 5 times a week.

  • HFD Irregular Users

  • Moms who irregularly give their children Horlicks, Bournvita, Boost, Complan, etc.

  • Must be consuming at least 2 times a week.

  • HFD Non-Users

  • Moms who don’t give their children any HFD.

  • They give Milk, Other supplements (vitamins or gummies), Juices, Snack foods, Biscuits, Cereals

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